Green Marketing: Going Beyond the Product to Target Behavior Change

from the folks over at MarketingProfs, companies are starting to use green marketing to do exactly that. Some leading sustainable companies are beginning to recognize that by itself, reducing the resource consumption of their business is not enough. In order to reach their sustainability goals, companies must make efforts to minimize the environmental impacts associated with how consumers use and dispose of their products. Many companies sell products designed to minimize resource use. However, sometimes the sustainable features of these products aren’t immediately obvious, or consumers aren’t aware of the actions they can take to get additional benefits from a product. For example, if you were lucky enough to find this Herman Miller chair on Craigslist someday, you might never realize that it was designed to be disassembled and recycled. And if you knew that you had to us...